reader, writer, reviewer: bluestocking with a vengeance

Bluestalking in the Northwest Herald - Chicago Suburban

CRYSTAL LINDELL -

Banking on a blog: How to get more than a penny for your thoughts

When Lisa Guidarini found out that Heather B. Armstrong was doing a
book signing of “It Sucked and Then I Cried” in the Chicago area, she
knew she’d be attending.

Despite the fact that the two had neither met nor spoken, Armstrong
had helped Guidarini, of Algonquin, with a deep personal struggle.

It was through her words at Dooce.com – one of the 25 most read
blogs online, according to Technorati.com – that Armstrong had
connected with Guidarini.

“Her honest blogging about her own depression gave me the courage to
write openly about my own,” Guidarini said. “Seeing how her unashamed
admission helped other people – via their comments – made me realize
how much a stranger can help another stranger.”

It’s a common story in the world of blogging. A reader learns to
cope while a writer shares her own battle to do the same, and it’s
happening more often.

Millions of blogs have been created online, and the number continues
to increase. But with the increase in popularity comes an
ever-expanding set of decisions that go with starting and growing your
own site.

The rewards of doing it well, though, come not only in personal satisfaction and connection, but also in monetary gain.

“A lot of Web sites bring in a good, small second income for
people,” said Armstrong, whose own site serves as the full-time job for
her and her husband, Jon. “I don’t think it’s far-fetched to think that
you could bring in a little extra cash, for sure.”

Although some bloggers, such as Armstrong, are approached by
advertising companies, others seek them out by registering through ad
network services such as Google Ads.

Many writers have learned, however, that the decision to put ads on a site can be complex.

For example, Guidarini, herself a blogger and creator of
bluestalking.typepad.com, has an ad for a technology company on her
side bar, but gets paid only when someone makes a purchase after
clicking the link on her site.

Rachel Sankey, 23, creator of RachelSkirts.com, of Cary, said she used to have Google Ads, but decided to take them down.

“It’s just distracting, and it makes you look like you sold out,” she said.

And Steve McCoy, a Woodstock resident and creator of
SteveKMcCoy.com, said his main source of income on his site is an
Amazon agreement, where he gets money after readers make a purchase on
Amazon.com through his recommendations.

“I get a certain percentage, and it’s stuff I’d recommend anyway,” he said.

Last year, he earned about $100 through the feature.

Armstrong said making money off a blog has gotten easier with the
advent of blog ad networks such as the one she uses, Federated Media
Publishing. The services also buffer the writer and the specific
advertisers.

“So I don’t have to deal with calling McDonald’s,” she said.

And more and more companies are learning how to put their faith in bloggers.

“Businesses like McDonald’s, which is running on my Web site right
now, and HP, and I had Wal-Mart on there for a while, are willing to
have their logos and their brands, next to unfiltered crazy people.
Right?” Armstrong said. “It’s taken some time, but they’ve seen the
advantages.”

Even with the best ads, a site won’t make an author rich unless it gets traffic.

Armstrong’s site in February alone had 1.5 million unique visitors
and 5.5 million page views. But she admits that’s not an easy model to
replicate. Her site only skyrocketed to national recognition after she
was fired from her job in 2002 for blogging about work.

“I was in the right place at the right time,” she said. “I had a lot of significant things happen to get attention.”

She added that people need to have patience.

“I’d been working on the Web site for 4½ years before I experienced any sort of success,” she said.

Guidarini, Sankey and McCoy have more realistic traffic targets to
shoot for. The three get hundreds of clicks a day, while flirting with
the 1,000 mark.

Guidarini’s site, which started mainly as a way to review books,
flourished after being featured in the New York Times, while Sankey’s
and McCoy’s sites relied on the oldest of buzz – word of mouth.

However, McCoy said that even if people hear about a blog, they won’t stick around if the content isn’t good.

“My first piece of advice is to figure out what you want to do with
your blog, and do it well,” he said. “People read your blog because
you’re good at thinking, or whatever hobby you happen to be a part of.”

Armstrong said her own raw writing has been what has helped her succeed.

“For people who are just starting out, I would say to write about
what you love, because the authenticity will show straight through,”
she said. “And get involved in communities of people that you want to
read you.”

She added that a lack of formal training shouldn’t stand in your way.

“It can be anybody,” Armstrong said. “It could just be you, in
college writing so your parents back home can see what you’re going
through, which is just as valid and just as important as the Huffington
Post. That’s the great equalizer about this new technology.”

Sankey said that even if she never makes a fortune off her blog, she’s still glad she created it.

“It can really be a lot more than just talking about yourself,” she
said. “I never realized when I got into it how much I was going to rely
on people for friendship and support.”